Marketing for Sustainable Development

Conclusion

Sihem DEKHILI

CNRS – BETA, University of Strasbourg, France

This book illustrates that the values and practices of marketing and those of sustainable development can be mutually beneficial, thereby promoting new consumption patterns that are respectful of both planet Earth and collective well-being. These alternative forms of consumption are the result of new emerging expectations, and it is the role of marketing to consider consumer concerns. In the market, consumer desires and needs are naturally taken into account in developing new offers (Kotler 1971), but they are also used to question psychological ownership and alternatives to purchasing new products, forms of access-based consumption, as well as post-use behaviors.

The 14 chapters of this book perfectly show that, more than just being conceivable, the rapprochement between the fields of marketing and sustainable development is necessary. Through consideration of a multitude of sectors, examples and interviews with professionals, this book highlights how fruitful it can be to use marketing approaches and techniques to reduce barriers to responsible behaviors and encourage societal responsibility among all economic actors.

The decline of the traditional consumption pattern and the increasing difficulty of achieving profitability objectives (Moati 2018) are leading to a shift towards sustainable development and the renewed modes of exchange that sustanability requires. In this context, marketing not only provides ...